Rebirth 79: I opened a bank in the United States

Chapter 323 Sales and Consumerism
"Then we can also cooperate with advocating consumerism! For example, print some encouraging words on the package of exclusive benefits, and send soft articles."

"What is soft text?"

"It is to say one thing on the surface, but actually contains some kind of inductive point of view in the content."

Carter's eyes lit up slightly, familiar!So familiar!
In the past, I was often brainwashed by consumerism, and I even became a strong leek for a long time. I even bought a lot of innocuous products and left them at home to eat ashes.

The most amazing thing is that this thing is the same as Mercedes-Benz never cheating the poor.There are low-income people who have been deceived and brainwashed by consumerism, but the real main force, or the people who consumerism really wants to fool, are actually the middle class!

"For example, if we want to promote credit cards, I won't talk about traditional ones when I write ad copy, how low our interest rate is, or what can I enjoy after applying for our card."

"Let's write something that makes them feel that the money is worth it, and they want to spend it!"

"Let's still come to the hotel to enjoy the privileges. Suppose we have signed a contract with a certain hotel. When the cardholder checks in and enjoys free room upgrades, welcome fruits, snacks and other privileges, we can use the welcome fruits presented by the hotel. Add an exclusive welcome message."

"Print the card in advance. When the guest checks in, write the name at the front desk of the hotel, and then send it to the room service staff. The card should be printed more beautifully, and then write something that makes the leeks feel that they are valued. At the end, add a sentence like "Life is only [-] days and nights, why not treat yourself better" and so on."

"Then on the copywriting of the credit card itself, you can also submit some articles such as travel notes. It is to write a beautiful and desirable travel experience from the perspective of the creator, and then mention it in the content, because this card, He just enjoyed the marketing and advertising methods of many value-added services during the trip."

"Great idea! Great idea! I see what you mean! I know how to do it!"

Before Carter finished speaking, Goodman, who was well versed in the way of harvesting leeks, understood the essence of Carter's words.The so-called consumerism is nothing more than deliberately downplaying excessive consumption and deliberately strengthening the short-term pleasure brought about by excessive consumption!
Use the method of enhancing pleasure to make people temporarily ignore the problem of excessive consumption.To put it simply, it is to let people enjoy themselves, and let those middle-class people transcend their own class to experience short-term happiness across levels.

To put it simply, take the hotel as an example.With the income of the normal middle-class group, staying in a hotel with a unit price of 300-400 yuan per night for a short period of time when traveling is already very good!

Staying in a five-star hotel that costs 3000 yuan a night will actually feel a lot of pressure.And consumerism is to emphasize how cool it would be to live in a five-star hotel:

In front of the large and bright floor-to-ceiling windows, lie in the jacuzzi, sprinkle flower petals, milk, etc., and put red wine next to it.No matter what kind of red wine it is, even if it’s a 20-yuan miscellaneous brand, take a bath while admiring the gorgeous city view outside the window
Under normal circumstances, those who can enjoy it without pressure are basically people in the higher income class.The operating mode of consumerism is to first use low prices, preferential activities, etc. to make people who are reluctant to take this step and engage in high consumption try high consumption for the first time.

And in the process of his consumption, strengthen his feeling about this high consumption experience.Deliberately create an illusion that makes him feel that he is already awesome and that he is a big boss.And guide him to continue more similar consumption behaviors!

Compared with the people at the bottom of Karma, Carter is actually more willing to swing a knife at these people!After all, they are actually easier to be karma than the bottom people
After all, one is a person who knows very well in his heart that he can't afford those things, and he doesn't even take a look at them. He has almost no oil and water.If you put a knife on him, you can only cut the flesh to extract the oil, and the risk of cutting the flesh is too great!

It's very easy to accidentally kill someone directly. You said that you will kill someone, and they won't rise up to resist?

And these so-called middle class are different!They are fatter, not to mention that the leeks are stronger, but only in terms of guiding difficulty.One is the person who walks to the door without even looking at it; the other is the person who stands at the door watching and is hesitant to experience it
To get the first type of people to try high consumption, you have to drag and drop; while for the second type of people, he only needs you to help them make up their minds.And making up your mind is impulsive.
Under such circumstances, anyone who has done a little sales work knows which type of person is better at fooling around!

Think of sales.
"Don't be too happy too early. As a card issuer, we can talk about merchants. As long as there are customers, merchants have to come to us. The question now is, how to efficiently and accurately issue our cards to the corresponding people? "

Thinking of sales issues, Carter has a headache.

In the words of a friend in the previous life, selling this thing depends on talent!Some people play and fight all day long, but their performance is yuppie; while some people are hard-working, and every time they meet a customer, they want to engrave the product parameters on their foreheads, but talk about it. One fell apart.
This stuff training is very difficult to train, because the customer is not a standardized thing.Thousands of people have thousands of faces, if you focus on a certain customer, his needs and concerns will be different from those of another person.This requires the salesperson to have a strong ability to observe, analyze and adapt!

Language skills and single-speaking skills can be acquired through training, but the previous points are difficult to achieve only through training!
"I went back and collected the customer information of several of our banks. Then I sorted out the customer information with a deposit of more than 5 or an average monthly consumption of 1000 US dollars and handed it to Greta. Let her there Call to make an appointment to visit, door-to-door sales”

Goodman was a little unaware of the point of concern in Carter's words.Only in terms of method, as a bank, the cost of obtaining customer information is almost zero, so it is naturally suitable for credit card business.

But what Carter cares about is this salesman!
"I'm not talking about methods, but about people! Hey, to be honest, I feel that none of the people in our bank are suitable for sales, including you."

Carter shook his head and sighed rather melancholy.

"The 80 Act has had a great impact on the banking industry. The emergence of new businesses requires us to face it with a new attitude. However, our current employees have not changed their mentality, thinking, and thinking, and are still stuck in the traditional Just like the conversation I saw with Greta and Mr. Richard that day, she didn’t fundamentally consider what Mr. Richard needs.”

"No, that's not quite accurate. As a merchant, what they need is more customers or added value that can increase the profitability of their unit, such as a more high-end certification. I think Greta should have understood the previous point, but I listened to her words, and I have been focusing on the low cost of opening credit card payments. Our cards have low interest rates, and customers will like to use them very much. It also enriches the money in the hands of customers, so that more people can spend money.”

"It's clearly not enough! She didn't say anything like 'Join the credit card merchant program, and in the future your customers will increase as our cardholders increase'. It's the overall thinking, and it's a bit like before It looks like calculating the loan risk. Ignore it. Customers actually don’t want to listen to the data or the introduction. Some people don’t understand the data. They just want to know what it will bring to their life and business after using our products. Nice change!"

(End of this chapter)